Eligible customers, aged 10 to 24, can join the platform via the Safaricom Hook app, or by dialing dial *555#.
Kenya is amongst the top countries in the world where its population has access to the internet on a daily basis. Kenya has an internet penetration rate of over 32.7 percent placing the country at position 35 in the world. However, despite several challenges such as reaching rural and urban areas, internet usage in Kenya especially among the youth is on a steady rise. Safaricom PLC, the leading telecommunication company in Kenya, has always been on the front line to ensure that the country is well internet-connected through services like affordable data bundles and home internet.
On the 13th of October 2023, in Eldoret, at the Eldoret Sports Club, Safaricom advanced its quest of connecting all Kenyans across different generations to the Internet when under the CEO Peter Ndegwa they launched Safaricom Hook. This new platform is an engagement platform that seeks to empower the youth by leveraging the power of technology. Focusing on three key hooks – technology, career, and culture – the platform aims at nurturing and supporting the aspirations of the Gen Z demographic and transforming their lives by being a technology enabler, through offering access to custom-made offers that will leverage Safaricom’s extensive mobile network.
Today’s younger generation is averse to labels and conventions. They deeply value their individual identity and are not afraid of embracing what is uniquely their own making Gen Z the most creative generation. Safaricom Hook seeks to enable Gen Z maximize their online potential and enjoy a digital lifestyle by facilitating smartphone access, providing relevant value propositions such as Make Your Own Bundle (which gives users the freedom to decide how much they spend on data and voice), availing loyalty rewards and delight offers. All these will put Gen Z in a position to achieve great heights in their career of choice.
Technology Hook
Safaricom PLC and other Partners in the technology world have joined forces to ensure that the youth with digital skills gets the right resources, trainings, capital, sponsorships and mentorships to sharpen and grow their skills into a career. This will be achieved through touchpoints such as Safaricom’s Digital Talent Program, and the Safaricom Engineering Community, and partnerships with several organizations, including the Power Learn Project, who empower African youth through software development.
The Career Hook
Youths will get an opportunity to build a career for themselves in areas of interest. The Career hook aims at preparing the youth for conventional and unconventional careers. This will come to life by working with an array of partners including Meta and Wowzi, who will provide digital training to enable the youth to access the gig economy, and Brighter Monday, who will provide guidance for those in conventional careers.
The Culture Hook
In the Culture hook, Safaricom seeks to enable Gen Z pursue their passion points:-
Sports – through programs like Safaricom Chapa Dimba and the upcoming Safaricom Athletics series, youths will get unlimited exposure, training and rewards in line with different areas of sports.
Content creation – through Baze (Baze Music, Baze Video and Baze Radio), creators will be able to monetize their music and video content and in return earn from their creations.
Fashion – through partnerships including Artfit, Gen Z will mentor upcoming designers, train them and shape them to become internationally recognized designers and powerhouses in the world of fashion and design.
Safaricom is also looking at promoting a savings culture amongst the youth and the newly launched Safaricom Hook will leverage M-PESA Go, and the Mali wealth management platform.